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jobs-to-be-done

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Chinese

Jobs-to-be-Done - What Are Customers Really Hiring?

待办任务理论（Jobs-to-be-Done）——客户真正“雇佣”产品来完成什么任务？

Jobs-to-be-Done (JTBD) is a framework developed by Clayton Christensen and Bob Moesta that focuses on the progress customers are trying to make in their lives. Instead of asking "who is the customer?" it asks "what job are they hiring this product to do?"
Jobs-to-be-Done（简称JTBD）是由Clayton Christensen和Bob Moesta提出的一种框架，核心聚焦于客户在生活中想要实现的目标进展。它不问“客户是谁？”，而是问“客户雇佣这款产品来完成什么任务？”

When to Use This Skill

何时使用该方法

  • Defining product strategy and positioning
  • Conducting customer research interviews
  • Writing user stories and requirements
  • Identifying true competitors (often surprising)
  • Finding innovation opportunities
  • Understanding why customers switch products
  • 制定产品策略与定位
  • 开展客户研究访谈
  • 撰写用户故事与需求文档
  • 识别真正的竞争对手（结果往往出人意料）
  • 挖掘创新机会
  • 理解客户转换产品的原因

Core Concepts

核心概念

The Hiring Metaphor

雇佣隐喻

Customer has a "job" to get done
           |
           v
    +-------------+
    | "Hires" a   |
    | product to  |
    | do the job  |
    +-------------+
           |
           v
   If it does well → keeps using
   If it fails → "fires" it, tries another
Customer has a "job" to get done
           |
           v
    +-------------+
    | "Hires" a   |
    | product to  |
    | do the job  |
    +-------------+
           |
           v
   If it does well → keeps using
   If it fails → "fires" it, tries another

The Milkshake Story

奶昔经典案例

Clayton Christensen's famous example:
Traditional approach: "Who buys milkshakes? Demographics, preferences..."
JTBD approach: "What job is the milkshake being hired to do?"
Discovery: Morning milkshake buyers had a completely different job than afternoon buyers.
TimeJob to Be DoneCompetition
Morning"Make my boring commute more interesting + keep me full until lunch"Bagels, bananas, coffee
Afternoon"Treat my child after a long day"Toys, playground time, ice cream
Clayton Christensen的著名案例：
传统调研方式：“谁会买奶昔？从人口统计特征、偏好入手……”
JTBD调研方式：“客户雇佣奶昔来完成什么任务？”
调研发现：早晨购买奶昔的客户和下午购买的客户，需求任务完全不同。
时段待完成任务竞争对手
早晨“让枯燥的通勤变得有趣，同时让我撑到午餐时间不饿”百吉饼、香蕉、咖啡
下午“忙碌一天后给孩子一份奖励”玩具、游乐场游玩、冰淇淋

Types of Jobs

任务类型

TypeDescriptionExample
FunctionalPractical task to accomplish"Help me file my taxes correctly"
EmotionalHow I want to feel"Make me feel confident about my finances"
SocialHow I want to be perceived"Show others I'm responsible"
类型描述示例
功能性任务需要完成的实际操作任务“帮我正确完成报税”
情感性任务想要达成的内心感受“让我对自己的财务状况感到安心”
社会性任务希望在他人面前呈现的个人形象“向他人展示我是个负责任的人”

Job Statement Format

任务陈述格式

When [situation/context]
I want to [motivation/job]
So I can [expected outcome]
When [situation/context]
I want to [motivation/job]
So I can [expected outcome]

Analysis Framework

分析框架

Step 1: Identify the Job

步骤1：识别任务

Interview questions to uncover jobs:
QuestionPurpose
"Walk me through the last time you [action]"Get specific context
"What were you trying to accomplish?"Uncover functional job
"How did that make you feel?"Uncover emotional job
"What did you try before this?"Identify competition
用于挖掘客户任务的访谈问题：
问题目的
“请告诉我你上次[执行某操作]的完整过程”获取具体场景信息
“你当时想要达成什么目标？”挖掘功能性任务
“那给你带来了什么感受？”挖掘情感性任务
“在使用这个产品之前，你尝试过什么方案？”识别竞争对手

Step 2: Map the Forces

步骤2：梳理影响因素

+------------------+------------------+
|   PUSH           |    PULL          |
|   (away from)    |    (toward)      |
|                  |                  |
| - Current pain   | - Better outcome |
| - Frustration    | - Emotional gain |
+------------------+------------------+
        |                   |
        v                   v
+------------------+------------------+
|   ANXIETY        |   HABITS         |
|   (of new)       |   (of old)       |
|                  |                  |
| - Will it work?  | - "I've always   |
| - Learning curve |    done it this  |
+------------------+    way"          |
                   +------------------+
For customers to switch: Push + Pull > Anxiety + Habits
+------------------+------------------+
|   PUSH           |    PULL          |
|   (away from)    |    (toward)      |
|                  |                  |
| - Current pain   | - Better outcome |
| - Frustration    | - Emotional gain |
+------------------+------------------+
        |                   |
        v                   v
+------------------+------------------+
|   ANXIETY        |   HABITS         |
|   (of new)       |   (of old)       |
|                  |                  |
| - Will it work?  | - "I've always   |
| - Learning curve |    done it this  |
+------------------+    way"          |
                   +------------------+
客户做出转换决策的条件：推力 + 拉力 > 焦虑 + 习惯

Step 3: Define True Competition

步骤3：定义真正的竞争对手

True competitors are anything hired for the same job:
Job: "Help me fall asleep faster"
JTBD View
Sleep apps
Melatonin
White noise
Reading
Exercise
Wine
真正的竞争对手是任何被客户雇佣来完成相同任务的事物：
任务：“帮我更快入睡”
JTBD视角下的竞争对手
睡眠应用
褪黑素
白噪音
阅读
运动
酒

Output Template

输出模板

markdown
undefined
markdown
undefined

Jobs-to-be-Done Analysis

Jobs-to-be-Done Analysis

Product/Feature: [Name]
Product/Feature: [Name]

Core Job Statement

Core Job Statement

When [situation] I want to [motivation] So I can [outcome]
When [situation] I want to [motivation] So I can [outcome]

Job Dimensions

Job Dimensions

Functional: [What they're trying to accomplish] Emotional: [How they want to feel] Social: [How they want to be perceived]
Functional: [What they're trying to accomplish] Emotional: [How they want to feel] Social: [How they want to be perceived]

Forces Analysis

Forces Analysis

Push: [Pain points driving change] Pull: [Benefits of new solution] Anxieties: [Concerns about switching] Habits: [Behaviors keeping them in place]
Push: [Pain points driving change] Pull: [Benefits of new solution] Anxieties: [Concerns about switching] Habits: [Behaviors keeping them in place]

True Competition

True Competition

CompetitorJob Performance
[Alt 1][How well]
[Alt 2][How well]
undefined
CompetitorJob Performance
[Alt 1][How well]
[Alt 2][How well]
undefined

Real-World Examples

实际案例

Example 1: Snickers vs. Milky Way

案例1：士力架 vs. 银河巧克力

ProductJobCompetitors
Snickers"I'm hungry and need a quick, filling snack"Protein bars, nuts
Milky Way"I want to treat myself to something indulgent"Ice cream, cookies
产品待完成任务竞争对手
士力架“我饿了，需要一份快速顶饱的零食”蛋白棒、坚果
银河巧克力“我想要犒劳自己一份美味的甜食”冰淇淋、曲奇

Example 2: LinkedIn Learning

案例2：LinkedIn Learning

Not hired for: "I want to learn Python" (Udemy does this) Hired for: "I want to show my employer I'm developing professionally"
并非被雇佣来做：“我想要学习Python”（Udemy主打这个需求） 实际被雇佣来做：“我想要向雇主展示我正在提升职业能力”

Best Practices

最佳实践

Do

建议做法

  • Interview actual users about real past behavior
  • Focus on the "hiring moment" and context
  • Look for workarounds and "non-consumption"
  • Identify emotional and social jobs
  • 访谈真实用户，了解他们过去的实际行为
  • 聚焦“雇佣时刻”和场景背景
  • 留意用户的替代方案和“非消费”行为
  • 识别情感性和社会性任务

Avoid

避免做法

  • Asking what features users want
  • Taking stated preferences at face value
  • Ignoring context and situation
  • Focusing only on functional jobs
  • 直接询问用户想要什么功能
  • 轻信用户陈述的偏好
  • 忽略场景和背景信息
  • 只关注功能性任务

Integration with Other Methods

与其他方法的结合

MethodCombined Use
Hypothesis TreeStructure job discovery hypotheses
Five WhysDig into underlying motivations
Fogg Behavior ModelDesign for job completion
方法结合用途
假设树梳理任务挖掘的假设框架
五问法深挖底层动机
福格行为模型围绕任务完成设计产品体验

Resources

参考资源